Digital content – what is it and what does it mean for your business?

At its most basic form, it’s simply information that exists in a digital format. For example, when you browse a news website rather than read a newspaper you’re accessing digital content. When you send an email rather than writing a letter you’re doing so digitally.

Traditionally, digital content was distributed by computers, but these days phones, tablets, smart TVs and other gadgets enable us to take in digital information quickly and easily.

Importantly, technology also allows us to be very selective in the information we access, which is great because how are you ever going to find the best funny cat videos when there’s so much data flying around the internet every single minute?!

Not only do we consume digital content, but we also create it. Everyone with an email address, a Facebook account or simply a camera on their phone is a digital content creator, and this is where it gets interesting…

Using your powers for good

In your hand, or on your desk, you have the ability to reach out to people across the world, to share something important, something that could change someone’s life, or even save someone’s life.

From tracing your ancestors to online gaming to yes, sharing your favourite cat videos, there are people out there who will connect with you, and will listen to what you have to say. So, say it well.

Be authentic, be clear and be responsible.

What does this mean for my business?

It means don’t blow it! It means you have a huge opportunity to get out there and tell everyone what you do and why. Explain why they need you, and how their life will improve by choosing your product or service.

But it’s not just about you, it’s a two-way thing. Start a conversation and engage with your potential and existing clients.

Don’t just sell – inspire, entertain, educate, communicate!

If you’re not taking advantage of digital content, your competitors almost certainly are.

I’m overwhelmed. Where do I start?

Most businesses start their digital adventures with a website, either building one themselves or paying someone else to (see footnote).

Have you got a website?

Good!

Does it look smart? Nice colours? Clever layout?

Great!

Does it read well? Does it have a clear message and a strong call to action?

Is it consistent, coherent and grammatically correct? Does it have the right tone of voice to reach your ideal client?

Do the images support your brand? Are they sharp, well-lit and relevant?

Well?

And are you keeping it up to date and relevant? Are you adding new and interesting stuff on a regular basis?

Does it link in to your social media? Does it have a sign-up box for your newsletter?

Errr…?

OK, if you’re starting to fidget at this point, I’ll stop. And don’t worry, you’re not alone.

Here’s where I step in

Most business websites are created with the best intentions. They look great, they get all the latest bells and whistles, but then the time comes that you need to fill up that lovely space with your most inspiring messages and your greatest images, something that will really wow your readers… and you just cobble together something ‘for the time being’ and get your mate to take some photos with his phone!

When you work with me, I’ll help you get your story straight, present it beautifully and get it out to the right people in the right way.

And that’s not all

Having perfected your website, it’s not enough to just sit back and wait for the orders to come rolling in. The sad reality is that most small business websites are not much more than a static business card.

If you really want to make an impression in your market, and improve your rankings in the search engines, then you need to be keeping your website active and fresh. You can do that by regularly reviewing your current content, and by posting new and relevant articles to your site.

You’re also going to need a strong presence on social media, perhaps a regular newsletter, and have you thought about video? Or podcasting?

This is content marketing.

Done well, it will raise you above your competitors and create loyal customers who will bring their friends to you.

It might seem time-consuming at first, but it’s cheaper than traditional advertising, and in a crowded marketplace, it’s proven to gets results.

Yes, I’d like to get a newsletter!

Need a website?

*If you’re at the stage where you’re thinking about getting your first website, or you need a bit of a refresh, I can highly recommend Digital Routes for web design, development and hosting. They’ve been providing cost-effective web solutions for over 17 years and have hundreds of satisfied clients. Including me!